MG404 Half Unit
Consumer Insights: Behavioural Fundamentals
This information is for the 2021/22 session.
Dr Heather Kappes
This course is compulsory on the MSc in Marketing. This course is available on the CEMS Exchange, Global MSc in Management, Global MSc in Management (CEMS MiM), Global MSc in Management (MBA Exchange), MBA Exchange and MSc in Social Innovation and Entrepreneurship. This course is available with permission as an outside option to students on other programmes where regulations permit.
For many companies, non-profit organisations, and political figures, success relies on understanding the “consumers.” What is it that they really want, and why? What information will they attend to, and what will they ignore? How do they make decisions, why do they sometimes make bad ones, and how can we help them make better ones? It can be tempting to answer these questions intuitively, based on your own experiences as a consumer. However, intuitions about human psychology are often wrong.
- Chronic and temporary sources of customer needs, desires, and motivations
- How customers search for information, acquire, and process information
- How customers allocate attention and how to attract it
- Customer decision-making processes, and the heuristics and biases that play a role
- The formation of attitudes and intentions, and processes for persuasively changing them
- Social influences on intentions and behaviour, including unconscious determinants
- Why intentions are or are not translated into behaviour, and what strategies can be used to narrow the intention-behaviour gap.
30 hours of seminars in the MT.
This course has a reading week in Week 6 of MT.
One quiz prior to the summative quizzes.
- Consumer Behavior, 6th edition. Hoyer, MacInnis, & Pieters. South-Western Cengage Learning, 2010;
- Consumer Behavior: Science and Practice. Kardes, Cronley & Cline. South-Western Cengage Learning.
- Influence: The Psychology of Persuasion. Cialdini, Robert. Collins Business, 2006.
Further references, especially for journal articles and HBS case studies, will be provided at the commencement of the course.
Coursework (10%), in-class assessment (40%), class participation (10%) and group project (40%) in the MT.
The in-class asssement is two quizzes (each worth 20%) in MT.
The coursework is an Individual assessment - based on on the group project (10%) in MT.
Course selection videos
Some departments have produced short videos to introduce their courses. Please refer to the course selection videos index page for further information.
Important information in response to COVID-19
Please note that during 2021/22 academic year some variation to teaching and learning activities may be required to respond to changes in public health advice and/or to account for the differing needs of students in attendance on campus and those who might be studying online. For example, this may involve changes to the mode of teaching delivery and/or the format or weighting of assessments. Changes will only be made if required and students will be notified about any changes to teaching or assessment plans at the earliest opportunity.
Total students 2020/21: 74
Average class size 2020/21: 75
Controlled access 2020/21: Yes
Value: Half Unit
Personal development skills
- Problem solving
- Application of information skills
- Commercial awareness